...MGT 634 [pic] Case analysis Submitted by – Kishore Singh. Submitted to- Q3801, Btech/MBA(I.T.) Lect. Amit Sethi Reg. No. 10806527 AMUL [pic] Company Info Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word Amul is derived from the Sanskrit word Amulya, meaning invaluable. The co-operative is also sometimes referred to by the unofficial backronym: Anand Milk Union Limited. Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat. Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products. In the process Amul became the largest food brand in India and has also ventured into markets overseas. Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973-2006), is credited with the success of Amul. The GCMMF is the largest food products marketing organization of India. It is the apex organization of the Dairy Cooperatives of Gujarat. Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk producers with millions of consumers...
Words: 1574 - Pages: 7
...2012) 2) Weakness of Marks and Spencer: High operating Cost PROPOSED INTERNAL STARTEGY: COST LEADERSHIP STRATEGY Marks and Spencer operating cost is high, as per their annual report their operating cost for the year 2011 was £2,951.3 m and was up by 3.5 % (excluding bonus) from last year. Such statistics shows that they need to work on their operating cost to control them through cost control strategy, which will be focusing on both types of cost (fixed and Variable). Marks and Spencer will get competitive advantage by executing such strategy as they will be reducing their cost and such saved capital can be used for penetration of some of the products. (Marks and Spencer, 2012) 3) Opportunity for Marks and Spencer: London Olympics 2012 PROPOSED EXTERNAL STARTEGY: SALES PROMOTION Marks and Spencer can promote their products during the event in a unique way from their competitors; because they have quality in their products they such thing will give competitive advantage over their competitors (Marks and Spencer, 2012) 4) Threat for Marks and Spencer: High Competition PROPOSED EXTERNAL STARTEGY: JOINT VENTURE To confront the threat of high competition, Marks and Spencer should go for Joint Venture, which will help company to use business resources of their partner through...
Words: 316 - Pages: 2
...Case Study London 2012 and the Displacement Effect Case Study London 2012 and the Displacement Effect London 2012 and the Displacement Effect: Will British Tourism suffer during the Games? The impact of the greatest show on earth arriving on British shores can be quantified in many ways; in terms of its social, financial, environmental, economic and overall legacy impact. In terms of British tourism, much debate has arisen concerning the economic impact of the Games, and whether the Games will actually provide a positive or negative legacy for the sector. ECONOMIC IMPACT Economic impact can be defined as the measure of the spending and employment effects of a specific project. In the case of the London 2012 Games, the total economic impact can be considered to be the sum of direct, indirect, and induced impacts resulting from the Games. The direct impact of the Games includes the purchases of Games organisers in the preparation and execution of the Olympic and Paralympic Games. Indirect impacts are experienced by those companies and individuals who operate in the goods and service industries that supply the industries that receive expenditures by Games organisers. Induced impacts relate to the spending made by individuals who are employed either indirectly or directly by Games expenditures. The Cost of Hosting the Games The budget for the London 2012 Olympics currently stands at £9.35bn. This figure includes a £2.7bn contingency...
Words: 1423 - Pages: 6
...The Olympic Games are a set of international sports competitions held every four years since 1896, regrouping over 10,500 athletes from different nations, participating to nearly 300 different sports (Australian Olympic Committee, 2009). They are one of the most renowned events in the world, and have the ability of attracting the attention of a worldwide audience and to produce important impacts on the country or region that hosts them. After hosting the Olympics two times in 1908 and 1948, London will beat the records this year by being the first country holding three Olympic Games and, in the same way as the previous Games, the 2012 Olympics are going to have major impacts on the country on several industries (Australian Olympic Committee, 2009). This essay will mainly discuss the political, social and economic long-term impacts that hosting the 2012 Olympic Games will have on the city of London in relation to the Events Industry. This first part of the essay will discuss the political impacts of the Olympics on the Events Industry. Over time, the Olympic Games have become “irreparably intertwined with politics” and have generated a good political image on the hosting country as they served as a tool of global publicity. Unfortunately, this hasn’t always been a positive thing as it often led to bribery and corruption. For example, in 1936 the Nazi Party used the Games to promote German superiority. This is why the International Olympics Committee (IOC) former...
Words: 2041 - Pages: 9
...London 2012 Olympic Games Case Study Synopsis of Strategic Issues and Problems: For the 2012 London Olympic Games there are a number of important organizations involved. Understanding who they are and what role they play is important to understanding the responsibility relationships and the fiscal relationships related to the Games. The International Olympic Committee (IOC) is the parent non-profit organization responsible for selecting the host city, establishing contractual guidelines, and managing the copyrights, trademarks and other assets of the Games. The London Organizing Committee of the Olympic Games (LOCOG) is entrusted with the responsibility of managing the 2012 Games. The Olympic Delivery Authority is the 2012 Games authority responsible for providing the infrastructure for these games. This includes the stadia, venues, transportation infrastructure, and the housing complex to feed and house the athletes, officials, and staff. Paul Williamson, Head of Ticketing for the 2012 London Games, works for the LOCOG. His challenge is to establish a pricing plan for the Games’ tickets and ensuring the venues are filled with fans to enjoy the summer Olympic Games. This is no small challenge. In order to understand the scope and magnitude of the ticketing responsibilities, it is important to understand the Games’ revenue sources and the magnitude of those sources. Five (5) primary revenue sources will exist from the London Games. They are television broadcast rights;...
Words: 2259 - Pages: 10
...INTRODUCTION Olympics are mega-global event that attracts the attention worldwide with billions of audience watching on television, while millions flock to events as spectators. The media embraces the opportunity of covering every inch of the games. This kind of interest is what organisers face with no room for error in relation to external attacks or system failures of the event although risks are bound to occur to any project or program as in the case of Olympics. These risks may occur with a positive impact to the organisers though they dread to have negative risks, which causes ripple effect to the project. (Taylor, 2006) Getting everything right from the opening ceremony to closing ceremony, games schedules against venues, calls for a proper risk assessment to avoid any criticism. However, risks are such uncertain occurrences of events or condition to anticipate from the moment of the initial planning stages of bidding to host the Olympics Games. (Bartlett, 2004) 1.1 RISK HISTORY IN OLYMPICS (BACKGROUND) In 1972 Summer Olympics, Germany was the host nation of the games but unfortunately, terrorists struck and caused death to athletes. (Toohey and Veal, 2007) Figure 1: Source: The Sun publication Unlike the Munich massacre that involved the killing of athletes, a pipe bomb detonated at the Olympic village in Centennial Park in Atlanta, America-killing one woman and injuring over hundred people (Hails, 2008). Olympic Village...
Words: 4021 - Pages: 17
...Female Athletes Arise In 2012 Gender equality in the Olympics has been a common debate for years. The main argument from many is that women are always given the “short end of the stick” with little media attention compared to the men. Men are always given more clock time, mentions, and descriptions then women (Billings, 2008). This common trend has caused women in sports to falter, but in the 2012 London Olympic games female athleticism has seen a turn around and is now in the limelight. The London games have been dubbed “Year of the Women,” thus celebrating women in sports and giving them their own chance to shine. These award-winning female athletes are breaking down gender barriers and providing a sense of hope, inspiration, and confidence to not only female athletes but also women in general. Women’s athletics in the Olympics has been on the rise for years. Females were first allowed to participate in the 1900 Paris Olympics. From this point on, the number of athletes and events that women were allowed to participate in has continued to grow. In 2004, 40% of all the athletes were female. Since then, this number has increased to 42% in Beijing and 45% in the 2012 London games (IOC, 2008 & Haven, 2012). These results clearly show that female athletics has grown and is continuing to grow and become more popular. Reports show that for the first time in history the United States, whom is known to be an athletic powerhouse of male athletes, has sent more women...
Words: 2038 - Pages: 9
...Department of Defense (DOD) has responded to in past years (Grange & Johnson 1997, p.108). The U.S has acknowledged and prepared for terrorist attacks for years. The terrorist events in the fall of 2001 put to test the extent to which the local, State, and Federal emergencies had in responding to emergency or disaster (Fema, 2004, p. 7). London bombings of 2005, Oklahoma City Bombings of 1995, and Centennial Olympic Park bombings of 1996 have challenged the effectiveness and efficiency of emergence services in the United Kingdom, and the U.S. London bombings on July 7, 2005 have revealed several serious emergency issues, which were similar to emergency issues in 1995 and 1996 in the United States. Terrorist acts seriously undermine the stability of any society. The role of emergency services is to provide victims and injured with full information and timely assistance. Critical accidents similar to Oklahoma or Olympic park bombings reveal the major emergency inconsistencies and failures. These failures are later evaluated and addressed in numerous after-action reviews. Emergency response to London bombings 2005 “Terrorists attacked London on 7 July 2005, claiming 52 innocent lives and injuring hundreds more. Many more people were affected by their experiences that day and in the days that followed” (Home Office Security, 2006). Emergency response to bombings was immediate and highly qualified, aimed at...
Words: 2150 - Pages: 9
...purpose of the study was to examine the long-term employment effects of the 2012 Olympics on London’s event sector. Contrary to the assumption that the Olympics provide short-term employment to individuals and companies participating in the event, the study shows that the Olympics increased the employability of the event sector as will be discussed. The study utilized secondary data from scholarly journals related to the research subject, the Olympics Organising Committee and the UK Government to test the hypothesis stating that the London 2012 Olympic has had long-term employment effects on London’s event sector by increasing the employment rate. It is worth noting that there are few related scholarly journals on the topic of the Olympics...
Words: 988 - Pages: 4
...LONDON 2012 OLYMPIC GAMES Q1. Core problem and issues in the case? A1. The core problems and issues in this case were- * Decide the pricing strategy of tickets in different events. As popularity of events varied among the audiences, Williamson had to make sure that the revenue decided by the organizing committee is achieved but at the same time he had to make sure that the prices are fair and equitable, thus making London 2012 game as everybody’s game by making it most accessible and participative games ever. * 100% attendance is achieved As the London 2012 Olympic games would attract huge international crowd and international media would keep a track on all the events which are going to happen in the Olympic games, and the LOCOG cannot afford to broadcast to the world the half empty arenas, which will be a shameful picture of London Olympic games as it was apparently happened in Beijing Olympic games where entire sections of empty seats which were filled with local volunteers dressed in identical shirts pounding inflatable bats and being led in rehearsed cheers which came under scanner and being broadcasted to the whole world. * Managing perceptions of people in different events so that different policies can be established to price the tickets of different events. LOCOG has to fulfill its promises of making London 2012 games as everybody’s game by making sure that the tickets were affordable to the local citizens as many interest groups were judging the effectiveness...
Words: 1131 - Pages: 5
...CASE STUDY: London 2012 Olympics Games George Koduah UMUC MARKETING MANAGEMENT AMBA 650 9044 Dr. Tom L Trittipo November 20, 2012 CASE STUDY: London 2012 Olympics Games Draft. Introduction The successful organization and the London 2012 Olympics Games was an expected necessity for a program aimed at satisfying many aims and objectives including fostering the Olympic movement spirit, revitalizing economic condition, and developing infrastructural project and developing infrastructural projects to enhance the psycho-social well being of the/a nation. Identification of the strategic issues and problems The overall strategic issues revolve around achieving a ‘successful game organization’ by all standards, both domestically and internationally. The domestic components of success involves the participation of the local fans and population who must be seen to have patronized event as much as possible through fair pricing and proximity. The international yardstick for the measurement of the game relates to event organization, participation and patronage as well as meeting revenue targets. The major problems are how to strategically price tickets to the games to raise revenue and ensure equitable distribution, manage perception of observer-value judgment through television audience and other communication media worldwide in line with organizational objectives. There is also the need to ensure that, ticket pricing; accessibility, usage and the revenue implications help...
Words: 1561 - Pages: 7
...知识的金矿kept by Cabinet Office内阁办公室 The future of an innovative industry resource designed to ensure that the lessons from the successful London 2012 construction programme are retained for other projects has been guaranteed. ODA的作用 The Olympic Delivery Authority’s (ODA) Learning Legacy website is packed with case studies and reports based around ten themes, promoting successes in areas including health and safety, sustainability, procurement, transport and project management. It comprises more than 300 papers put together by the ODA and its supply chain of companies from all over the UK, along with contributions from independent industry bodies and academics. When launched late last year, it marked the first time that a construction project in the UK had sought to capture knowledge on this scale. So far the website has been used by almost 43,000 people – with 35 per cent of visits coming from overseas. 网站赞助 Now the website will continue under the auspices of the Major Projects Authority (MPA), a partnership of the Cabinet Office, HM Treasury and other Departments with the aim of improving the delivery success rate of significant projects across central Government. 网站搬家 The relocation of the Learning Legacy website to a new permanent home from November fulfils a recommendation made by ODA Chairman Sir John Armitt in his report on London 2012’s business benefits, published before the Games began. 网站目的－保留经验 ODA director of venues and infrastructure, Simon Wright, who has...
Words: 2183 - Pages: 9
... Executive summary Basketball is one of the major Olympic sports. And Olympic presentation of it should be as good as possible, as millions of people will watch the action from East London closely. They all want an extraordinary exhibition and performance, so the constructions of a top quality Basketball Arena, which will successfully host the games, require a lot of attitude. It is essential to understand that the arena must be a part of an Olympic vision and should address all the proposals and ideas which Olympic Delivery Authority (ODA) and London as a capital of Great Britain want to introduce during games and after them. It required a lot of effort, knowledge and an experience to achieve the overall goal in delivering basketball arena. In the end the project become one of the biggest of its type ever built for such an event. Several firms, agencies and organisations worked closely with each other to deliver a successful result on each stage of the project. Introduction The Basketball arena was a unique challenge. It was the first time a 12000 seat temporary arena with a span of almost 100 m had been built in UK. Because of the size, scale, complexity and the cost of the venue, it went through considerable scrutiny, deliberation and change throughout the course of 2006-2009. Location of Basketball arena was changed to the former site of the Fencing hall after Olympic and Paralympics Fencing and Paralympics Judo were moved to Excel venue in Docklands...
Words: 2757 - Pages: 12
...London Scalping Case London Olympics Scalping Case 1. It appears that the Olympic ticket market is inefficient, as evidenced by the presence of scalpers, and segmented between Ticketmaster, eBay, and scalpers. Based on information in the article, I make the assumption that demand exceeds supply because almost all tickets are being sold at or above face value and the ballot process left many without tickets. This is due to the fact that there is a fixed supply and a relatively low price ceiling. Graph 1 depicts the current Olympic ticket market in terms of supply and demand. Graph 1: 2. While there is a strong secondary, legal market with Ticketmaster and eBay, illegal ticket scalping is still occurring all over London. The reason people are still using scalpers for tickets instead of the official resale site is primarily because only scalpers can provide last-second tickets. This is a form of third degree price discrimination that allows scalpers to take advantage of the fact that people have little time to adjust to the prices, and different segments will pay different prices for the tickets. Scalpers price discriminate and increase prices if a lot of people decide last-minute to attend an event, perhaps because Andy Murray, a Brit, made the finals at Wimbledon and there is only a day in between to get a ticket, or something similar. On the flip side, scalpers can also price discriminate and lower last-second prices to cut their losses...
Words: 545 - Pages: 3
...a sales and marketing framework which achieves the vision of London 2012 Olympics as Everybody’s Games. It is incongruent to suppose maximum revenue and maximum attendance can both be achieved and therefore the critical problem is developing a strategy that affords the appropriate balance of emphasis to revenue or attendance. Previous host countries have had varying levels of success with their strategy and due to the unique context of the London 2012 games past approaches do not provide a definitive solution. This report utilises (model) to assess the strengths and weaknesses of the two propositions, evaluate the options for each and provide a recommended sales and marketing approach. Ultimately, the analysis identifies an attendance focused strategy will more likely achieve the vision and have longer term social benefits and revenue potential. 2 Introduction This report focuses on the responsibility of the Head of Ticketing, London Organizing Committee of the Olympic Games (LOCOG), to establish a sales and marketing strategy for the 7.9 million tickets available at the London 2012 Olympics. With the support of 70% of people in the UK, London’s Olympic bid was founded on three key aspects; firstly, the opportunity to socially and economically revitalise the disadvantaged area of East London; secondly, creating the first 100% public transport facilitated games, and ultimately, recognition of the London 2012 games as inclusive, fair and equitable - Everybody’s Games...
Words: 3446 - Pages: 14
